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I recently read a post by email marketing firm Feedblitz founder and CEO Phil Hollows on his company’s blog advising web startups to delete their support forums. A surface reading of his post actually makes sense. Hollows argues that “forums disintermediate companies from end user pain and the subsequent opportunity to improve. Sure, there may be good forums out there but monitoring a forum is NOT the same as providing support, and it’s a very slippery slope indeed. It’s outsourcing.” In other words: forums aren’t personal enough to be used for support, and ditching them will force you to offer better support to your users.
我最近在电子邮件营销公司Feedblitz的创始人兼首席执行官Phil Hollows的公司博客上读了一篇文章，建议网络创业公司删除其支持论坛。 表面上阅读他的帖子实际上是有意义的。 Hollows认为 ，“论坛将中间公司与最终用户的痛苦以及随后的改善机会隔离开来。 当然，那里可能有不错的论坛，但是监视论坛与提供支持并不相同，这确实是一个非常滑的斜坡。 这是外包。” 换句话说：论坛不够个人化，无法用于支持，抛弃它们会迫使您为用户提供更好的支持。
But Hollows is really missing a key point. The quality of the support you offer has nothing to do with the tools you use, it has to do with how you use them. Forums are just a tool, but they can be utilized to offer great support to your customers, the same way email and phone can be used to offer terrible support (as anyone who has ever waited on hold with my local cable company knows).
但是Hollows确实缺少关键点。 您提供的支持的质量与您使用的工具无关，而与您使用工具的方式有关。 论坛只是一种工具，但是可以利用它们为您的客户提供强大的支持，就像使用电子邮件和电话来提供糟糕的支持一样(就像曾经与我的本地有线电视公司等待的任何人都知道)。
The main thrust of Hollows argument, if you read between the lines, is a good one. Though his advice getting muddled amidst the silly “ditch forums” mantra, his real point is: offer good support. And of course, that’s great advice. According to Hollows, a company’s “most valuable market resource [is] highly specific, expert customer feedback,” and you can only get that if you interact on a personal level with customers.
如果您在两行之间读到这些内容，则Hollows论证的主要目的是一个很好的主旨。 尽管他的建议在愚蠢的“沟渠论坛”的口头禅中陷入混乱，但他的真实观点是：提供良好的支持。 当然，这是个很好的建议。 根据Hollows所说，公司的“最有价值的市场资源是高度具体的，专业的客户反馈”，只有与客户进行个人互动时，您才能获得该信息。
Why he’s convinced you can’t get that through forums is beyond me. Perhaps Hollows had a bad experience with a company that offered terrible, impersonal support via forums. Really, though, companies should take half of Hollows’ advice and ignore the rest. Yes, focus on providing great support. No, don’t throw out your forum.
为什么他说服您无法通过论坛获得帮助，这超出了我的范围。 也许Hollows在一家通过论坛提供可怕的，非人性化支持的公司中经历了糟糕的经历。 不过，实际上，公司应该接受Hollows的一半建议，而忽略其余的建议。 是的，专注于提供强大的支持。 不，不要丢掉您的论坛。
In fact — add more forums. Companies should try to interact with their customers in as many places as they are able (i.e., without diluting the quality of the support you can offer). Let your customers find you for help in the places they’re more comfortable. That means you should most definitely offers support by email, forum, and phone, but also interact with your customers via Twitter, Facebook, MySpace, and Get Satisfaction.
实际上-添加更多论坛。 公司应尝试在尽可能多的地方与客户进行互动(即，在不降低可以提供的支持质量的情况下)。 让您的客户在他们更舒适的地方找到您的帮助。 这意味着您绝对应该通过电子邮件，论坛和电话提供支持，而且还应该通过Twitter，Facebook，MySpace和“获得满意度”与客户互动。
One of Hollows’ commenters seems to understand this very well and offers what I think is ultimately much better advice.
Hollows的一位评论者似乎对此非常了解，并提供了我认为最终更好的建议。
This strikes me as throwing out the baby with the bath water. There are plenty of companies (and other organizations) that do a terrible job with forums, but this is a reflection of the companies, not the tool. I agree that a forum alone is rarely the best form of support, but done well – i.e., monitored and actively participated in by the company – it can be quite effective. And done in combination with other forms of support it can contribute substantially to an excellent support experience. — Jeff Cobb
当我用洗澡水把婴儿扔出去时，这给我留下了深刻的印象。 有很多公司(和其他组织)在论坛上做得很糟糕，但这只是公司的反映，而不是工具的反映。 我同意，单独一个论坛很少是最好的支持形式，但是做得很好(例如，由公司监督和积极参与)可以非常有效。 结合其他形式的支持，它可以极大地有助于获得出色的支持体验。 —杰夫·科布
Good support is less about what tools you use, and more about how you use them. As long as you can continue offer support at a high level, you should offer as many different means of contact as possible. You can offer a good support experience via forums, and you probably should. Further, you should not only offer support in forums, but should offer support everywhere.
良好的支持不在于使用什么工具，而在于如何使用它们。 只要您可以继续提供高水平的支持，就应该提供尽可能多的不同联系方式。 您可以通过论坛提供良好的支持体验，您应该这样做。 此外，您不仅应在论坛中提供支持，而且还应在任何地方提供支持。
翻译自: https://www.sitepoint.com/advice-offer-support-everywhere/
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